What Rights & Brands does

Rights & Brands is a Stockholm-based private licensing company founded in 2016 that manages the global licensing programs for iconic Nordic character brands, most notably Moomin and Pippi Longstocking. The company monetizes these brand estates by licensing them to manufacturers and producers across categories including food, apparel, and general merchandise, with revenue generated through royalty payments from licensees. Its primary customer segment is a globally distributed base of licensed manufacturers and producers, and the company claims an operating footprint that spans Europe with broader global reach.

The company's core technology platform is a supply chain traceability and compliance management system deployed through a March 2026 partnership with TrusTrace. This platform centralizes supplier data collection, compliance documentation management, and monitoring of manufacturing partners across product categories and materials, with a three-phase rollout scheduled from January through June 2026. The infrastructure is positioned to address tightening EU regulatory requirements, particularly the upcoming Digital Product Passport regulation, and to ensure ethical and compliant production across the global licensing ecosystem.

The business model is a straightforward licensing-royalties model with no publicly disclosed pricing, contract terms, or per-license rates. The go-to-market motion is channel-partner based, distributing brand assets through licensing agreements with manufacturers worldwide. The company operates with a lean team of 11-50 employees. No financial figures, funding history, ownership structure, or management team information is available in the source material, limiting visibility into the scale and capital base of the business.

Name

Rights & Brands

Website

https://rightsandbrands.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Rights & Brands is a Stockholm-based private licensing company that manages global licensing programs for iconic Nordic character brands including Moomin and Pippi Longstocking, serving manufacturers and producers worldwide through royalty-based licensing agreements.

Ownership category

akta.pro rank

Product category

Brand Licensing

akta.pro primary industry

Merchandising, Character & Brand Licensing (MPADALAF)

Keywords

• Brand licensing services
• Character brand licensing
• Trademark licensing agency
• Licensing rights management
• Brand portfolio licensing

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Licensing Royalties: Rights & Brands generates revenue through licensing its portfolio of iconic character brands (Moomin and Pippi Longstocking) to manufacturers and producers worldwide. Licensees pay royalties for the use of brand assets on their products.

Go-to-market motion1 record

Core offering

Rights & Brands licenses iconic Nordic character brands—principally Moomin and Pippi Longstocking—to global manufacturers and producers for use on consumer products across categories such as food, apparel, and general merchandise. The company supports licensees with a centralized supply chain traceability and compliance platform (delivered in partnership with TrusTrace) to monitor manufacturing partners, manage compliance documentation, and meet EU regulatory requirements including Digital Product Passports.

Product overview

Rights & Brands is a licensing company that manages iconic character brands including Moomin and Pippi Longstocking. The company operates a portfolio approach to licensing, utilizing a centralized platform (TrusTrace) for collecting supplier data, managing compliance documentation, and monitoring manufacturing partners across product categories and materials. The portfolio consists of licensed character brands supported by supply chain transparency and EU regulatory compliance capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Moomin: Iconic character brand licensed by Rights & Brands
• Pippi Longstocking

Products and services

• Moomin Licensing Licensing program granting global manufacturers and producers the right to use the Moomin character brand on consumer products across categories such as food, apparel, and general merchandise, supported by a centralized supply chain traceability and compliance platform (TrusTrace) for monitoring manufacturing partners and meeting EU regulatory requirements.
• Pippi Longstocking Licensing Licensing program granting global manufacturers and producers the right to use the Pippi Longstocking character brand on consumer products across categories such as food, apparel, and general merchandise, supported by supply chain traceability and compliance monitoring infrastructure.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

One partnership is on record.

• TrusTracecoreTechnology or Integration · 6 March 2026Stockholm-based supply chain traceability platform TrusTrace partnered with Rights & Brands to bring compliance and transparency to the global production networks behind iconic character brands including Moomin and Pippi Longstocking. The partnership provides a centralized platform for collecting supplier data, managing compliance documentation, and monitoring manufacturing partners across product categories and materials, rolling out in three phases from January through June 2026. The implementation aims to help Rights & Brands meet tightening EU regulatory requirements, particularly upcoming Digital Product Passports, while ensuring ethical and compliant production across its global licensing ecosystem.

Recent moves4 records

Expansion highlights4 records

Direct peers

• Sanrio: Sanrio licenses iconic character IP (Hello Kitty, My Melody) globally to manufacturers and retailers. Directly comparable as a character brand licensor monetizing an emotional, multi-generational IP portfolio through royalty-based licensing across consumer product categories.
• WildBrain: WildBrain is a major character licensing and entertainment company managing brands such as Peanuts, Teletubbies, and Strawberry Shortcake. Directly comparable in business model and target licensees as a global character IP licensor with royalty-driven revenue.
• CPLG (Copyrights Promotions Licensing Group): CPLG is a specialist licensing agency representing character and entertainment brands to manufacturers and retailers across Europe. Directly comparable as a licensing-focused intermediary monetizing third-party character IP, similar in size and function to Rights & Brands.
• King Features Syndicate: King Features licenses classic character IP (Popeye, Garfield) to consumer product manufacturers worldwide. Comparable as a long-running character brand licensor managing a multi-generational IP portfolio.
• Studio 100: Studio 100 owns and licenses family character brands such as Maya the Bee and Heidi. Comparable as a European-headquartered character IP owner-licensor with a portfolio approach similar to Rights & Brands.
• Moomin Characters: Moomin Characters Oy is the original creator-led entity managing Moomin IP. Listed as a peer because it owns the underlying rights Rights & Brands appears to license or co-represent, making it the most directly comparable counterparty in the Nordic character IP space.

Broad incumbents

• Hasbro: Hasbro licenses its owned character IP (Peppa Pig, My Little Pony, Transformers) to consumer product manufacturers globally. Comparable as a large incumbent licensor of family and character brands, though operating at much greater scale.
• Mattel: Mattel licenses its owned character IP (Barbie, Hot Wheels, Thomas & Friends) to consumer product partners. Comparable as a broad incumbent character licensor at significantly greater scale.
• The Walt Disney Company: Disney Consumer Products licenses Disney, Pixar, Marvel, and Star Wars character IP across consumer goods worldwide. Comparable as the dominant incumbent in character brand licensing, providing a useful benchmark for category economics even though the scale differs by orders of magnitude.

Others

• TrusTrace: TrusTrace is the supply chain traceability platform partner integrated with Rights & Brands' licensing operations. Included as an ecosystem/technology peer rather than a competitor, since it enables the company's compliance positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rights & Brands